Health and Wellness Alliance for Children
Client: Health and Wellness Alliance for Children
Circulation: We post regular updates to the Alliance’s social media channels, which reach 12,000+ fans and followers. The Alliance blog regularly receives 200 views per month. We send a bi-weekly e-newsletter to a list of 500 public officials, parents, health care officials and Alliance member organizations. Twelve Alliance videos are uploaded to YouTube and have received almost 800 views.
Audience: public officials, parents and health care officials
Client Objectives: The Health and Wellness Alliance for Children launched with an admirable
goal: improving the well-being of children throughout North Texas. However, it also launched with minimal public fanfare and a frustratingly low profile among consumers and health care professionals alike. The Alliance decided to enlist madison/miles media to develop a content marketing strategy that would increase awareness of the organization.
Challenges: Before turning to content marketing, the Alliance relied on conventional marketing methods, word-of-mouth and the scattered efforts of its members. They knew they needed to unify their efforts, tell their organization’s compelling story, and position themselves as thought leaders in the community.
We’ve developed a comprehensive content marketing strategy for the Alliance, with an annual content calendar that spans PR, blog posts, social media participation, e-newsletters and more. Content deliverables already produced include health care tools for nurses and parents alike; public- and industry-facing videos to engage the community as a whole in the organization’s story; and regular, ongoing blog posts and social media interactions with a rapidly expanding audience.
Results: In a short time (just under five months), the Alliance has seen a dramatic increase in visibility, attracting the attention of the state’s educators, policy makers, media outlets and the general public. The Alliance has even landed its operating playbook (written and designed by madison/miles) in the hands of City of Dallas Mayor Mike Rawlings to help inform his office’s health care initiatives.
The organization expects the content marketing strategy to result in at least an additional 500% increase in traffic by the end of 2015.